A builder who found an interlocking block in an abandoned factory in Vietnam turned it into a multi-million dollar Australian construction product. Joel Norford brought Pentablock to Shark Tank Australia and walked away with a deal from renovation-obsessed Shark Janine Allis. Here is what happened to Pentablock after Shark Tank.
What Is Pentablock?
Pentablock is an interlocking masonry system that eliminates the need for mortar. The blocks use a tongue-and-groove system to lock together, making wall construction dramatically faster and simpler than traditional methods. An average build can cover 50 square metres per day, and the system is designed to be foolproof enough for both qualified tradespeople and DIY homeowners.
The blocks come in two options. They can be ordered pre-coated with a laminated stone finish in whatever style the buyer chooses, or delivered plain and unadorned for custom finishing. Once the blocks are stacked, cement is poured into the hollow centres to provide structural rigidity and durability.
Founder Joel Norford discovered the basic concept of interlocking blocks in an abandoned factory during a trip to Vietnam. He saw the potential immediately, added the laminated stone layer, and patented the product as Pentablock. He spent years refining the design before bringing it to market.
The Shark Tank Pitch
Joel appeared on Season 2 of Shark Tank Australia seeking $350,000 for 10% equity, valuing the company at $3.5 million. He opened with a demonstration where two helpers assembled a hip-high wall in minutes. The Sharks were visibly impressed.
However, the $3.5 million valuation raised eyebrows. Pentablock had only grossed $174,000 in its first year. Norford explained his plan to focus on Victoria before expanding across Australia, projecting 300% profit growth. Glen Richards offered $350,000 for 33% equity, but it was Janine Allis who connected most with the product. As a self-confessed renovation addict, she saw the potential immediately.
Allis offered $150,000 for 17% equity plus a $200,000 loan to be repaid over two years. After discussion with the other Sharks, Norford accepted the deal.
What Happened After Shark Tank?
The partnership with Janine Allis helped Pentablock gain significant traction in the Australian construction market. The brand became known as one of Allis’s most notable Shark Tank investments alongside The T Lady and Her Fashion Box.
Pentablock expanded its product range and continued to develop its project calculator tool, which allows customers to estimate exactly how many blocks they need for any given build. The company maintained its focus on the Australian market, building a steady customer base among both professional builders and homeowners undertaking renovation projects.
The product found its niche in retaining walls, garden features, and decorative boundary walls where the speed of construction and the aesthetic finish offered a clear advantage over traditional masonry.
Pentablock Net Worth 2026
As of 2026, Pentablock has an estimated net worth of approximately $5 million. The company remains in business and continues to sell its interlocking block system through its website.
Joel Norford’s story is a reminder that great business ideas can come from the most unexpected places. An abandoned factory in Vietnam, a keen eye for potential, and the confidence to bring it to Shark Tank turned a simple interlocking block into a thriving construction business.